Executive summary

Challenge: Al Rajhi Bank is the leading Islamic bank in a conservative, yet evolving, Saudi Arabia. It’s a bank that aimed to appeal to the female audience in that evolving Saudi Arabia. We needed to move women to consider Al Rajhi Bank – a bank that hadn’t resonated with women previously – leveraging the launch of its first credit card for women, with personalised benefits.

Insight: Behind each woman wearing the black abaya (religious and cultural garb) and the veil, lies someone who deserves to make the most of her life and progress, without bias.